Branding and Marketing:How are they different?

Are you looking for ways to push branding initiatives online for your business? The first and foremost question which arises is “How should I kick-start branding?” Many companies fail to realise the difference between branding and marketing. Both of them are relevant in their own ways. In fact, many also state that where branding ends, marketing begins.

While marketing is the set of processes and tools such as SEO, social media, PPC, mobile and traditional promotional methods for the promotion of a business whereas branding is the one that rules all the spheres of a business.

There are many misconceptions about branding –

Branding and marketing are interlinked

No, they are not interlinked. Branding has the ability to delve deeper than marketing. Advertising and promotional activities only send out the brand personality and message. Branding establishes the traits of an enterprise such as personality, voice and message.

A business owner is the final authority when the brand is concerned

Yes, a business decides the tone and rules that a company should follow. But, ultimately, it is the customers or audiences who define a brand. A brand only sticks with people when it is able to influence the audiences. Hence, it is essential that organizations choose their business values cautiously otherwise online brand promotion will fail to bring desired results.

A predefined formula can make branding successful

Do not commit the mistake of judging the branding outcomes using the parameters of online marketing. It is essential to understand that no two business, despite from being the same domain, follow the same approach. Every business has its own unique identity and requirements.

No predefined formula has the ability to bring desired results as branding is an experience. The success of a brand can be measured by judging the behaviour and interests of the target audience.

How branding should be approached

In online brand promotion, understanding the requirements and desires of clients and prospects is crucial for successful branding. When you desire for a strong brand presence, ask some relevant questions and you are good to go.

What is the purpose

When you are looking for the purpose, ask questions like –

Why did I opt for this business?

Why I want to target this particular group of audiences?

Why these things should be done?

The answers to all these questions are an integral part of the purpose.

Define your brand

Ask yourself often how to define your brand. This will help shape your brand and the process of brand building will start.

What voice is the most appropriate for my brand?

How do I want my target audiences to look at my brand? Should I go for casual or formal approach?
Will I be able to retain this brand identity till the existence of the brand?

Every business looking for ways to make their presence felt in the market should realise that a consistent identity has the ability to drive the success of a brand. It will boost the clientele list as well.

What are the values of your brand

When you know what does the brand stands for, then defining it won’t be a difficult task anymore. Just inculcate these values in regard to your business and audiences will be attracted to your business. A strong set of values will prove beneficial in the long run.

Deciding the culture

The integrity of a business is completely dependent on the culture you cultivate in your business. An organization becomes stronger when employees are happy as it raises productivity. This will also help induce positive culture in an enterprise.

Sending the right message about your brand to the customers

This is where marketing forays because it helps you to create awareness about your brand. Communicating the right message about your brand to the target audiences is an important step.

If you are planning communication strategies, then follow the below mentioned points –

Create a solid mission statement.

Understand how clients will benefit from your business.

Select platforms to reach audiences and the appropriate media for them.

Decide targets.

Every business or brand aiming to make it big in the competitive world of business should understand that branding and marketing are not the same. Authenticity and clarity are two major components of a trustworthy brand. It also allows your target audiences to connect with the personality and values of the brand.

Companies should also understand that when the right image of a brand is sent out, they are also attracting the attention of media. Most media outlets are likely to endorse businesses with effective brand image. So, strengthening media relations is also boosted through branding. It is absolutely necessary that every business masters the art of good media relations management to boost growth.

Moreover, companies should also realise that branding is an on-going process. It does not occur just at the establishment of a business but also requires consistent attention. So, if you want your business to stand out, project your brand in the right light. You can hire companies offering brand promotion services to take your business to greater heights.

2 Comments

Thanks for posting the article. I must say it is very informative. According to me, one of the basic differences is that marketing is your message, while your brand displays who you are. A company is responsible for marketing while the consumers own your brand.

Good brands make use of their understanding of the basic difference between branding and marketing to push marketing campaigns.

Marketing can generate the strategy that underlies sales techniques, business communication and business developments. It is through this process which enterprises create robust client relationships and bring value to clients.

Brand management is the application of few marketing techniques to product/brand with the sole aim to enhance a product’s perceived value to the client.